Digital Marketing
Pre-Test Questions
Course Introduction
Digital Marketing explores the dynamic world of online promotion, covering essential strategies and tools for building brand presence, engaging audiences, and driving business growth in the digital landscape. Students will learn about core concepts such as search engine optimization (SEO), social media marketing, content creation, email campaigns, and digital analytics. Practical case studies and hands-on projects guide students through crafting effective digital marketing campaigns, measuring their success, and adapting to emerging trends and technologies. By the end of the course, learners will gain the knowledge and skills needed to develop and implement comprehensive digital marketing strategies for a wide range of industries.
Recommended Textbook
CB 6 6th Edition by Barry J. Babin
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16 Chapters
2052 Verified Questions
2052 Flashcards
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Chapter 1: What is CB and Why Should I Care?
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Marketing actions begin with inputs and end when the completed product is ready for sale.
A)True
B)False
Answer: False
Q2) Lane Bryant is a women's clothing store specializing in stylish clothing and flattering fits for plus-size women.Which business orientation best describes Lane Bryant's approach?
A) Niche marketing
B) One-to-one marketing
C) Mass marketing
D) Ambush marketing
E) Undifferentiated marketing
Answer: A
Q3) A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Value and the Consumer Behavior Value Framework
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) A product with backward sloping demand displays _____.
A) a negative price-quantity relationship
B) a higher consumer sensitivity toward price than toward other product factors
C) a neutral price-quantity relationship
D) a positive price-quantity relationship
E) a higher consumer sensitivity toward product quality than toward price
Answer: D
Q2) Refer to Fast Food Scenario.Busy professionals,who usually don't have the time for a sit-down meal,prefer to grab a bite on the go; even when it means indulging in unhealthy food habits.This is an example of _____ influence on consumer behavior.
A) tangential
B) internal
C) situational
D) intellectual
E) personal
Answer: C
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Chapter 3: Consumer Learning Starts Here: Perception
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) Refer to Warning Labels Scenario.Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt at quitting it altogether.This is an example of achieving the desired behavior through
A) selective exposure
B) shaping
C) selective attention
D) delayed conditioning
E) accommodation
Answer: B
Q2) According to the behaviorist approach to learning,the human mind acts much like a computer.
A)True
B)False
Answer: False
Q3) Branded products placed conspicuously in movies or television shows can result in implicit memory formation.
A)True
B)False
Answer: True
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Which of the following is true of workbench memory?
A) It has unlimited duration.
B) It has limited capacity.
C) It is considered to be preattentive.
D) Its capacity remains the same across different levels of consumers' involvement.
E) It uses only semantic coding to store information.
Q2) Cognitive interference provides the deepest comprehension and greatest chance of accurate recall.
A)True
B)False
Q3) Which of the following is true of sensory memory?
A) It has limited capacity.
B) It has unlimited duration.
C) It is considered to be preattentive.
D) It uses semantic coding to store information.
E) It uses the same distinctive mechanism for different sensory information.
Q4) Prototypes present concepts in an associative network.
A)True
B)False
6
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Harry spends his weekends visiting automobile stores and going for test drives.This gives him a high,though he admits that he is not necessarily looking for a specific car.Which of the following is most likely to account for Harry's weekend behavior?
A) Physiological motivation
B) Preventive motivation
C) Hedonic motivation
D) Homeostatic motivation
E) Utilitarian motivation
Q2) Research shows that consumers who are in bad moods can be more likely to be generous to others.
A)True
B)False
Q3) Going to a new,trendy restaurant is most likely driven by hedonic motivations.
A)True
B)False
Q4) Emotional involvement increases when the consumer receives something extra with products purchased.
A)True
B)False
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) _____ are observable,statistical aspects of populations including such factors as age,gender,or income.
A) Psychographics
B) Strata
C) Traits
D) Identifiers
E) Demographics
Q2) Describe the psychoanalytic approach to personality and the way it has been applied in consumer research.Has this approach been useful for understanding consumer behavior? Explain.
Q3) Refer to The Billionaire Lifestyle Scenario.Ralph's desire to be known as a philanthropist reflects his _____.
A) low need for cognition
B) low self-monitoring tendency
C) ideal social self
D) extended self
E) actual self
Q4) Self-awareness refers to the positivity of an individual's self-concept.
A)True
B)False
Page 8
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Chapter 7: Attitudes and Attitude Change
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) In the balance theory,the object-person relation is referred to as a(n)_____ relation.
A) sentiment
B) unit
C) primary
D) secondary
E) central
Q2) Attitude auditing refers to the extent to which a company actively monitors its customers' attitudes over time.
A)True
B)False
Q3) Refer to the Automobile Scenario.Which of the following is true of the customer's overall attitude following the implementation of the attitude-toward-the-object model?
A) The customer has a more favorable attitude toward Ford Taurus.
B) The customer has a negative attitude toward Honda Accord.
C) The customer has no significant attitude toward any model.
D) The customer has a more favorable attitude toward Honda Accord.
E) The customer has the same overall attitude toward both Ford Taurus and Honda Accord.
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9
Chapter 8: Group and Interpersonal Influence
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Refer to Girls' Day Out Scenario.Maeve is considered the most informational member in the group.She knows everything about handbags and has an enviable collection of her own.Everyone seeks her opinion before buying one.Which of the following best describes Maeve?
A) Opinion leader
B) Market leader
C) Universal purchaser
D) Surrogate consumer
E) Laggard
Q2) The extent to which the product is considered to be a necessity or a luxury affects the level of reference group influence.
A)True
B)False
Q3) Social couponing refers to a type of buying where consumers receive a coupon by joining a special social networking website.
A)True
B)False
Q4) Define the concept of word-of-mouth (WOM).Differentiate between organic WOM and amplified WOM.
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Chapter 9: Consumer Culture
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) International advertisements that make use of globish slogans place a premium on the correct use of grammar.
A)True
B)False
Q2) In the core societal values (CSV)dimension,the extent to which people expect each other to take responsibility for themselves and their immediate family is referred to as
A) individualism
B) protectionism
C) isolationism
D) pluralism
E) interventionism
Q3) Which of the following represents the commonly held societal beliefs that define what is socially gratifying within a specific society?
A) Consumer network
B) Consumer advocacy
C) Consumer culture
D) Consumer awareness
E) Consumer base
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Page 11
Chapter 10: Microcultures
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Explain the role of microcultures in influencing consumer behavior.Describe two microcultures that influence your consumption behavior.
Q2) A microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.
A)True
B)False
Q3) A microculture is less significant in terms of its potential influence on consumer behavior.
A)True
B)False
Q4) The combination of working couples and lower birthrates has led to greater levels of consumer affluence.
A)True
B)False
Q5) Compare and contrast age-based microcultures with generational microcultures.How is this distinction important to marketers?
Q6) Give some examples of street microcultures in different parts of the world.
Q7) Describe the six generational microcultures in the United States.
Page 12
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Chapter 11: Consumers in Situations
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Circadian cycle refers to the rhythm of seasons that varies with the time of the year.
A)True
B)False
Q2) Name and describe the four types of shopping activities.Give an example of each based on your personal shopping experience.
Q3) A high degree of crowding produces the most positive outcomes in terms of shopping affect,purchase behavior,consumer satisfaction,and shopping value.
A)True
B)False
Q4) Define situational influences.How do situational influences change a consumer's perception of value? Explain the three categories of situational influences.
Q5) Epistemic activities include finding information on some imminent purchase. A)True
B)False
Q6) Very few products are susceptible to seasonal influence.
A)True
B)False
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Page 13
Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Risk associated with the cost of the product is known as _____ risk.
A) social
B) physical
C) performance
D) time
E) financial
Q2) Refer to Real-Estate Broker Scenario.In her experience of working with the real estate broker,Jane has had a successful run,except for the time when an elderly man left disappointed after weeks of continuous search.After his retirement,he had wanted to invest in a "dream house," but sadly he could not find what he was looking for.Whatever he liked exceeded his budget.The disappointment experienced by the man can be best described as search _____.
A) overdrive
B) regret
C) bias
D) dissonance
E) overload
Q3) Situational factors influence the amount of search that takes place.
A)True
B)False
Page 14
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) List the factors that determine the type of evaluative criteria that consumers use.
Q2) Objective quality refers to the quality of the product based on consumer perceptions.
A)True
B)False
Q3) When Carla had to select one among three vacation destinations,she ended up choosing the one that actually scored low on an important attribute of being tourist friendly.She chose a location that was least expensive and the most convenient to travel compared to the other two.Which of the following decision rules is most likely to have influenced Carla's choice?
A) Conjunctive rule
B) Lexicographic rule
C) Exception rule
D) Compensatory rule
E) Compliance rule
Q4) Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.
A)True
B)False
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Chapter 14: Consumption to Satisfaction
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127 Flashcards
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Sample Questions
Q1) Expectations of what a consumer thinks should happen given past experiences with a product or service are called _____ expectations.
A) relative
B) predictive
C) ideal
D) normative
E) equitable
Q2) An inequitable exchange can occur when a consumer believes that he or she has been taken advantage of by a company or when another customer has been treated more favorably.
A)True
B)False
Q3) Which of the following disposal alternatives involves consumers simply throwing away waste material?
A) Trashing
B) Recycling
C) Converting
D) Trading
E) Donating
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Page 16
Chapter 15: Consumer Relationships
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Financial switching costs consist of the total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice.
A)True
B)False
Q2) When competitive intensity is high and switching costs are low,a company is vulnerable to consumers who will switch providers even when customers are satisfied.
A)True
B)False
Q3) Antiloyal consumers are those who will do everything possible to avoid doing business with a particular marketer.
A)True
B)False
Q4) Negative public publicity occurs when negative word-of-mouth spreads to a relatively large scale,possibly even involving media coverage.
A)True
B)False
Q5) What is a third party endorsement? What are its two types?
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Chapter 16: Consumer and Marketing Misbehavior
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123 Verified Questions
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Sample Questions
Q1) With negligence liability,consumers can win a legal action against a firm if they can demonstrate in court that an injury occurred and that the product associated with the injury was faulty in some way.
A)True
B)False
Q2) Which of the following provides the Federal Trade Commission (FTC)with jurisdiction over misleading or false advertising?
A) The Sherman Antitrust Act
B) The Clayton Act
C) The Wheeler-Lea Act
D) The Consumer Product Safety Improvement Act
E) The Wall Street Reform and Consumer Protection Act
Q3) In consumer misbehavior,consumers seek to maximize the benefits they receive from an action while maximizing their own costs.
A)True
B)False
Q4) Consumer misbehavior expedites the flow of consumption activities.
A)True
B)False
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